The Challenge
P&G’s new organic bug repellent product, ZEVO, faced the significant challenge of entering a highly competitive market dominated by established brands like Off! With consumers already familiar and loyal to long-standing industry leaders, ZEVO needed a unique marketing strategy to differentiate itself. The challenge was to highlight ZEVO’s organic, plant-based formula as a safe and effective alternative while overcoming consumer skepticism about the effectiveness of natural products. ZEVO also had to carve out its own niche in a crowded market, shifting consumer perception and capturing attention in a space where trust and efficacy are key to success.
The Solution
Diray implemented a test-and-learn campaign through linear TV to identify the most responsive demographics and networks. To boost awareness and drive sales, longer ad lengths (:120/:60s) were utilized. After launching into retail, the strategy shifted to :30 second TV ads to increase reach and frequency.
The campaign expanded to Connected TV (CTV) to engage cord-cutters, achieving an 11.7% incremental reach while analyzing viewing habits, age demographics, competitor targeting, and top-performing creatives. Highly targeted streaming TV ads were also implemented, providing a perfect blend of mass reach and hyper-targeting on the big screen.
The Results
